Dickey’s Barbecue Gets Back to Roots with First Multimedia Brand Campaign
By Caitlin Gooch • July 25, 2014Dickey’s Barbecue launched its first multimedia brand advertising campaign – the most significant repositioning effort in the company’s 73-year history – with the new company tagline, “We Speak Barbecue.”
The television spot features a reverse deconstruction technique and also a signature new song, “Take Me Back,” written specifically for the campaign by singer songwriter, Eddie Berman. Additionally, Dickey’s is launching a social media photo contest that asks guests “What is barbecue to you?” The best photo will win free barbecue for an entire year.